Advertisers head to the Web

Traditional advertisers head to the Web
In yet another bit of news that ought to make broadcasters sit up and take notice, a Nielsen/NetRatings report yesterday shows big, traditional advertisers are moving ad money to the Internet. That includes everything from clothing manufacturers to automobiles, and while the bulk of their ad money is spent on print, television and radio, only the Web is showing increases. The report examined lst quarter spending. The auto industry increased its online advertising by 91%, pharmaceuticals by 58%, business and consumer services by 21%. Traditional advertisers spend only 2.5–3% of their total advertising budgets on online advertising, but Charles Buchwalter, analytics vice president for Nielsen/NetRatings, said that figure is expected to grow to more than 5 percent in the next 18 months.

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